Def Jam has been making moves with a lot of new talent over the last few years such as Ace Hood, Amerie, Electrik Red, and Jeremih. One of the newest kids on the block hails from Columbia, South Carolina, a young cat from humble beginnings, very little family made it through with a strong work ethic and a bright personality. Lil’ Ru began making a name for himself on a local level, doing live shows throughout the south and selling his own cd’s. It wouldn’t be long before his talent would catch the ears of neo-soul songtress, Angie Stone. Soon after their chance meeting, he signed with Elektra Records but got lost in the sauce after Elektra merged with Atlantic Records. But Ru’ didn’t let that get him down! He released “Will Destroy” in 2001 and “Shawty What You Doin’” in 2002. These two releases reached the Billboard R&B Hip Hop charts and helped to continue to bring attention to a light that shines deep inside of him. But his biggest hit to date that has the South going crazy right now is “Nasty Song”. A gritty and sexually explicit track that’s sure to have you bouncing in the club.

After years of hard work, Ru has finally found a home a Def Jam Records, a label that has helped spark the careers of Hip Hop legends LL Cool and Run DMC just to name a few. SHCollective got the chance to take a first listen at Ru’s soon-to-be released album and chat with the up and coming star. Check him out…

SHCollective: One of the songs you played for us today was “I’m Bad”. What is the message for that song?

Lil’ Ru:There was no message to it really. I heard that Michael Jackson song “Bad” one day and I just wanted to do something like that. The song, it really inspired me. So I put my own style, it’s like the 2009 version… I put my own flavor to it. I’m just tryna let people know what it really is. I’m a bad man! (laughs)

SHCollective:Listening to your music, it sorta kinda has the feel of artist who work with DJ Khaled. You ever work with him or aspire to work with Khaled?

Lil’ Ru:It’s funny you asked that. I actually spoke to Khaledlast night as a matter of fact. So that’s crazy. I don’t know. Whatever the streets want, I’ma give them.

SHCollective: So what would you say your style is?

Lil’ Ru:For me, I don’t have a style. You know how people say, he’s like this or he’s like that, you know. I just focus on putting out great music. Whatever the track needs, I’ve 100 percent. I’m always tryna make the track better.

SHCollective: In your bio, it talks about your humble beginnings. About how you didn’t really have a mother or a father growing up. And more into your musical career how you really worked from the ground up promoting and becoming a success on the underground circuit. Now that you’re signed to a Def Jam, a label that has been sort of like the Mecca of Hip Hop, do you feel any pressure to keep and maintain a certain level of greatness. Especially in the market/economy we’re in today?  And how are you going to stand out from the superstars that are monopolizing the industry today?

Lil’ Ru: To be on Def Jam is a great honor. My main goal is to remain focused on everything that I do. In terms of standing out, I just want to give the people something they’ve never seen before. I want to stand out and I’m going to do what I have to do to accomplish that.

SHCollective: Have you worked with any other Def artists yet?

Lil’ Ru:Not yet. I’m going in whatever direction this thing takes me so, I’ll collab with anyone, so long as the music isn’t jeopardized. I’ve  got Ne-Yo on the schedule and Jeremih as a matter of fact. I do everything I do for the love of music. Me and Jeezy, we kick it all the time, so…I’m just working man.

SHCollective: What about female artists?

Lil’ Ru:Yea man! I want that! I need that! I’d love to work with Mary J. Blige and Keri Hilson. She hot! Man…she hot! (laughs)

SHCollective: During the listening session, there were some tracks that were a little racy. What about people that say your lyrics degrade women? What would be your response to that?

Lil’ Ru:I would say they need to have an open mind of the world. I’m just giving you one side of things that are going on in one part of the world. I mean, it’s reality. It’s real! You’ve got women that go to work, come home and go about they business. You know, good wholesome women. But you’ve also got the side, where the lady is doing everybody and she don’t give a, you know what I’m sayin? So, there’s some of my music that reflects that side.

SHCollective: So do you consider yourself a commercial artist?

Lil’ Ru: Nah. I just work man.

SHCollective: It’s been said that you had great success before you got signed. Do you think it’s better your signed to a major label?

Lil’ Ru: I think Def Jam is a good label to be signed to. But from what I’ve seen, Def Jam takes care of they own. So it’s all good over here.

SHCollective: What was it like before you got signed?

Lil’ Ru: I was getting between $4,000-6,500 a show. So, I was doing pretty good. South Carolina, North Carolina, that’s my whole area (laughs) We were really grinding hard.

SHCollective:Ok, so last question. Up here, in the tri-state area, specifically New York, we take Hip Hop very seriously.
Lil Ru: Yea, I know! I’ve noticed.

SHCollective: Yea …as a result, there’s been a whole debate about the Southern take on Hip Hop over the years. Do you feel any pressure to combat that at all?

Lil’ Ru: Nah. I feel like my music speaks to everyone. No matter where you’re from. No matter where you’re from. I mess with you. If you’re from New York. I mess with you. If you’re from Cali, I mess with you. If you’re from down South, I mess with you. I try to make music that everyone can enjoy and I believe that’s what I am going to accomplish with this album. I’m just gonna do my thing and try to touch some people on the way. I’m going to work man! (smiles).

For music, pictures, videos and more information on Lil’ Ru, check out his MySpace page, http://www.myspace.com/lilruhoodhard.

By: Whitney Nichole Stevens